Mobile is having a huge impact on people's online and offline shopping habits, and that means retailers must quickly figure out how to target consumers on smartphones and tablets. For many, that has simply meant porting over the desktop experience, whether creating a mobile-optimized site or an app with rudimentary functionality.

The company has also focused on search and discovery. One of the keys to eBay's success is the thrill of finding hard-to-locate items, locally-available items, and deals. eBay has organized its app around search, product images, and personalized feeds and interests.